Create a video in Spanish that inspires new mothers, in Mexico, to color their hair for the first time for Mother's Day using Koleston.

Hair color has a major transformational power for a woman – it transforms her emotionally and physically. Koleston is a home hair colorant brand that aims to inspire and celebrate women in their transformations to regain their sensuality.

As Mother's Day is fast approaching, Koleston wants your help to produce an authentic story in Spanish of a New Mother who is at an important tipping point of her life, in need of an inner and outer transformation. Since her body has recently gone through a plethora of changes, she will want to feel sensual and attractive again, and be at her best for this celebration. 

Your Video should show this beautiful brunette Mexican woman (age 25-35) before her hair color transformation, telling her "New Mother" story and conveying her emotions, explaining why she needs a transformation and why she trusts Koleston to do it. We'll also need to see her after her hair color transformation is complete, potentially in a moment of celebration with relatives/friends! Your Video should connect with the viewer, and inspire her to color her hair as well. 

Koleston has already been helping women experience this transformation and unleash their sensuality at an important tipping point in their lives. For inspiration, you can watch Paulina Rubio’s transformation story here. 

* Important Note: this "New Mother" can be an actor, however she should be from Mexico and her story should feel authentic.

The Sponsor also requests that this Video be filmed in Mexico, in Spanish and by a filmmaker who understands the cultural relevancy

and nuances of Mexican new motherhood. *

Read on to the Objectives section for more information...

The goal of this project is to create a 60 - 90 second Video in Spanish that inpires new mothers (ages 25-35) in Mexico to color their hair for the first time with Koleston to feel confident for Mother's Day.

IMPORTANT NOTES:  

• Your Video must look and feel authentic, but it can feature a Mexican actress instead of a real new Mother in Mexico who has never colored her hair before. However, if you do know a new Mother in Mexico with natural brunette hair who wants to share her story - even better!
• The Sponsor would prefer the Video be shot in Mexico and has some external location context to make the Video feel authentic to Mexico and a Mexican audience. 
• Your Video has to be in Spanish; it can have on-camera dialogue and/or Voice Over. 
• Your Video must show the before-AND-after transformation of this new mother coloring her hair with Koleston, ideally from natural brunette to lighter or darker brown.  

IN YOUR PITCH:

• You must include headshots of your top choices.
• You should demonstrate an understanding of Mexican cultural nuances and how you will naturally integrate those into your emotional storytelling. 

--Insight: “Having a baby has left me feeling uncomfortable with my body and frustrated about how I look. I want to feel sensual and attractive again.”

--Background about Mother’s Day: Family is the most important thing in Mexico and mothers are the glue that keeps everyone together: they always put their families’ needs first before their own. Coloring their hair helps them have one pampering moment when they care for themselves. Hair color makes them feel good about themselves, and especially new moms: it helps them regain their sensuality. Mother’s day (May 10th) is a special occasion when family members pamper their mothers, returning the care and love mothers give the rest of the year.

--Target Audience:

Mexican women 25-35 years old, who are in need of a change and are considering coloring their hair for the first time.

--Key Marketing Messages:

Koleston intense water-resistant color transforms you from within to unleash your sensuality. #DecidiCambiar

--Executional Mandatories:

• Format should be a testimonial with hair color transformation
• Use #DecidiCambiar as tagline
• The woman should go through a noticeable color transformation from Natural Brunette to lighter or darker Brown
• Must showcase the product (Koleston cream kit, Sponsor will provide product to Pitch winner)
• Have a modern look & feel with Koleston assets (see under the ASSETS TAB)
• Consumer language: color intenso; cabello suave y brillante; color lleno de vida

--Hair Mandatories: (SEE Visual Reference included under the ASSETS TAB)

DOs: Healthy, full, shiny, long hair, high quality, full of life, in movement. Intense shiny colors.

DON'Ts: Unnatural colors (pink, blues), dry/damaged, stringy/greasy, short, static, overdone.

--Tone: Sensual, Feminine, Confident (SEE Visual Reference included under the ASSETS TAB)

What sensuality is:

• Playful
• Expressive, graceful body laguage
• Living sensually -- connected
• Femenine, alluring

What sensuality is NOT:

• Passive, posed, exposed, vulnerable
• Waiting & competing for the man/validation
• Sexuality= Sex/Sexualized imagery/lots of skin

--Brand Superiority & Assets: (Review Visual Reference included in the Assets tab)

1. Intense Color: Koleston color penetrates the hair with millions of pigments, delivering an intense color
2. Water-resistant color: While most hair color fades quickly because of water (think washing hair, swimming), Koleston has a superior technology that helps lock color in and keep water out, making the color last longer 

--Exposure:  Intended for use on Koleston digital and social channels.  

This Project will be worth a total of $15,000 and consists of 2 Phases: a Pitch Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: PITCH - Submit your Pitch (What is a Pitch Phase?) convincing the Sponsor why you should be selected to execute a Video based on one of the winning Ideas from the previous Phase using:

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this Video.
• Links (REQUIRED): To your previous video work. Please specify your role (producer, director, cinematography, etc.) and DO NOT INCLUDE LINKS TO YOUR SHOWREEL. Please link to individual videos.
• Headshots/Casting Boards (REQUIRED): Talent headshots will be crucial in selecting Pitch winner. Include various shots of the actors' natural burnette hair.
• Script (Optional): This should include dialogue from the video you intend to create. 
• Treatment (Optional): A detailed narrative description of what's going to happen in the video. 
• Storyboards (Optional): Additional concept art, storyboards, shot list, anything that helps get your point across.
• Pitch Video (Optional): This is your opportunity to show us what you're capable of. Consider submitting a Pitch video in which you tell the Sponsor what they can expect should they choose your Pitch. Also, test videos, animatics, etc. are welcome.   

The one (1) most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $5,000 to help create the Video.  Additionally, upon submitting a Video that satisfies the criteria laid out in your winning Pitch, the Pitch winner will also be GUARANTEED a winning place in the subsequent Video Phase.  So, if your Pitch is selected and you execute your Pitch effectively in your Video submission, you will win an additional $10,000 video prize. For an example of an effective Pitch, check out The Indie Machines winning “3 Artists & 5,000 LEGOs” Pitch video. All Pitches will remain private until after the winner of the Video Phase is announced and the Project is complete.    

PHASE 2: VIDEO – The winner from the Pitch Phase will create a 60-second Video based upon their winning Pitch. 

--Video Phase Payout: Winners of the Video Phase will earn the following prize: $10,000

--Music:  Tongal has partnered with three premiere music providers: Audioblocks, Killer Tracks and Epidemic Sound. Any of which can be used to source music for your Video submission to this Project. Music from these providers is available to registered Tongal members at no charge solely for their incorporation into Submissions to this Project and will not require a separate Music Release Form. To learn more about using each of these music providers, click on any of the provider’s names above.

Tongal members interested in a custom music solution for your project are invited to connect with SCORE A SCORE.  They specialize in the creation of custom music, on-demand.  

Their business model is based on a "name your price" system, so you can tell them what your budget is, and they will work with you to create a deal configuration that will work within the discussed parameters. Check out the FAQ for more information and how to contact SCORE A SCORE. 

If you are selected as a winner and choose to use custom/original music, you must fill out and submit our Music Release Form. If you obtain music from other catalog providers, you must purchase the appropriate license at your own expense and submit it with our Music Release Form when you turn in your Video paperwork.  

--Referral: Any Tongal member who refers one of the winning Video creators in this Project using the Tongal “Invite Friends” functionality will receive a referral fee equal to 5% of the amount won. That’s a potential $500 in bonus cash just for telling all of your talented friends about this Project! Check out more about our Referral Program in FAQ.    

1. The Video MUST not exceed 60 seconds in length and should CATCH viewers attention in the first 5 seconds. Preferred format for upload to the Tongal website is HD 720p 16x9. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should you win, you will also be required to provide a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec

2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

3. In the event you utilize any third party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third party materials and provide such license and consent forms to Tongal.

4. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL.  FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

5. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

6. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

7. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

8. Videos must be in Spanish with English subititles.

9. Limit 5 submissions per member, per Phase.

10. You must be at least thirteen (13) years or older to enter.

11. In the event that fewer than 25 Pitches are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

12. In addition to the judging criteria stated in the OFFICIAL RULES, Pitches will also be evaluated on that member's ability to execute the final Video based on their prior work and experience as a filmmaker.

13. The Sponsor will be entitled to reasonable revisions on the finished Video without providing additional compensation. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible.

14. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their winning Videos, as well as a photograph/headshot  OR copy of a photo ID for all On-camera Talent releases. You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec to claim your prize.

15. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the ter